Both

My wife and I could never have predicted that our then 18-month-old daughter’s seemingly innocent request would so strongly influence all future mealtimes, car rides, vacations, shopping trips, and of course, bedtime.

“Both”

We had bought a backup lammy.

Our daughter’s favorite snuggly.

Right from the beginning.

So that a clean lammy can magically appear within seconds of any mishap.

And we pat ourselves on the back for our ingenuity.

Until one day.

One fateful day.

When our eagle-eyed 18-month old spots the backup.

“Both”

It seems like an innocent enough request.

For both lammys.

We assume it’s a phase.

That this two shall pass.

Soon we purchase a third lammy.

To keep a backup in rotation.

And suddenly.

“Both”

Edges it’s way into every aspect of daily life.

Both binkies.

Both dollies.

Both strollers.

Both cookies.

Our daughter becomes a Noah’s Ark of toddlerhood.

Can’t have just one doll in the car.

Need both.

Won’t drink just one yogurt smoothie for lunch.

Need both.

Can’t go to sleep with one binky.

Need both.

It’s a high-wire juggling act.

With no net.

Always gotta have both.

It’s quite stressful.

And it gets me thinking about your Elevator Pitch.

Because.

In your Elevator Pitch.

You can’t have both.

You have to pick one.

One product.

Or one service.

A participant at yesterday morning’s workshop shakes his head while mentally reviewing his Elevator Pitch.

“I forgot to mention that I also…”

It’s a common mistake.

Thinking that the goal of the Elevator Pitch is to mention everything.